Expanding its media holdings to target an older, out-of-school market, Alloy, Inc. purchased InSite Advertising, a media company with 14,000 ad displays and 3,000 locations in 65 markets — primarily bars and restaurants.

“We're achieving the types of scale to not only continue to offer large reach solutions for major national advertisers, we are able to now pursue local and regional advertisers, which we haven't done previously,” says Derek White, executive VP for Alloy. “This is part of our ongoing strategy to dominate the targeted media space both for youth and young adults.”

Advertisers can now continue to target college students in a night club setting rather than on-campus; urban groups such as Hispanics and African-Americans; and gays through the expanded network that includes InSite's event-marketing arm, OnSite Promotions, whose events supplement on-premise ad buys.

“This allows us to take some of the relationships we have with our clients and do a lot of different promotions in bars and clubs rather than just on college campuses,” White points out. “It melds very well because we are unable to promote certain products, such as alcohol, on campus.”

InSite founder Marc Miller joins Alloy as part of the deal. Both companies are based in New York City.

The purchase extends Alloy's reach among young adults and complements its 75,000 ad boards in schools and on college campuses, run by Alloy's 360 Youth division.